3 Text Analytics Successful companies today both listen to and understand what customers are saying and are taking action in response to customer feedback by incorporating the voice of the customer (VOC) into business strategies for sales, marketing and customer service using text analytics. Powerful trends in social media, e-discovery, customer services (call center transcriptions of voice calls, customer complaint s and instant messaging) and customer-centric business strategies are driving IT leaders to consider text analytics as a powerful business tool. The transformed information from text analytics can be combined with structured data (e.g., sales and demographic data) and analyzed using various business intelligence or predictive and automated discovery techniques. 3

4 Text Analytics What is Text Analytics? Text analytics describes a set of linguistic, statistical and machine learning techniques that model and structure the information content of textual sources for business intelligence, exploratory data analysis, research or investigation. Text analytics is the process of analyzing unstructured text, extracting relevant information, and transforming it into structured information that can be leveraged in various ways. 4

5 Text Analytics Structured Data Today, 80% of business information originates in unstructured data; primarily text with no identifiable structure....although structured data continues to be the primary source for business intelligence. 5

9 Terms Or given a collection of text, text analytics tells you who, where, when, what, and how so that you can figure out why. 1. Entity: Who, where, when is being discussed? 2. Theme: What are the important words? 3. Classification: What are the important concepts? 4. Sentiment : How is the conversation going? Is it positive or negative? 9

10 Terms Entity Who, where, when is being discussed? Yahoo wants to make its Web service a place you never want to or more importantly have to leave to get your social fix. The company on Wednesday is releasing an overhauled version of its Yahoo Mail Beta client that it says is twice as fast as the previous version, while managing to tack on new features like an integrated Twitter client, rich media previews and a more full-featured instant messaging client. Yahoo says this speed boost should be especially noticeable to users outside the U.S. with latency issues, due mostly to the new version making use of the company's cloud computing technology. This means that if you're on a spotty connection, the app can adjust its behavior to keep pages from timing out, or becoming unresponsive. Besides the speed and performance increase, which Yahoo says were the top users requests, the company has added a very robust Twitter client, which joins the existing social-sharing tools for Facebook and Yahoo. Entity Yahoo Twitter Facebook U.S. Type Company Company Company Place 10

11 Terms Theme What are the important words being used? Yahoo wants to make its Web service a place you never want to or more importantly have to leave to get your social fix. The company on Wednesday is releasing an overhauled version of its Yahoo Mail Beta client that it says is twice as fast as the previous version, while managing to tack on new features like an integrated Twitter client, rich media previews and a more full-featured instant messaging client. Yahoo says this speed boost should be especially noticeable to users outside the U.S. with latency issues, due mostly to the new version making use of the company's cloud computing technology. This means that if you're on a spotty connection, the app can adjust its behavior to keep pages from timing out, or becoming unresponsive. Besides the speed and performance increase, which Yahoo says were the top users requests, the company has added a very robust Twitter client, which joins the existing social-sharing tools for Facebook and Yahoo. Theme Cloud computing technology Score service Top users requests

12 Terms Classification/Concepts What are the important, high-level concepts? Yahoo wants to make its Web service a place you never want to or more importantly have to leave to get your social fix. The company on Wednesday is releasing an overhauled version of its Yahoo Mail Beta client that it says is twice as fast as the previous version, while managing to tack on new features like an integrated Twitter client, rich media previews and a more full-featured instant messaging client. Yahoo says this speed boost should be especially noticeable to users outside the U.S. with latency issues, due mostly to the new version making use of the company's cloud computing technology. This means that if you're on a spotty connection, the app can adjust its behavior to keep pages from timing out, or becoming unresponsive. Besides the speed and performance increase, which Yahoo says were the top users requests, the company has added a very robust Twitter client, which joins the existing social-sharing tools for Facebook and Yahoo. Concept Software and Internet Score.56 Social Media.60 Technology.49 Business.72 12

13 Terms Sentiment How is the conversation going? Positive or negative? Yahoo wants to make its Web service a place you never want to or more importantly have to leave to get your social fix. The company on Wednesday is releasing an overhauled version of its Yahoo Mail Beta client that it says is twice as fast as the previous version, while managing to tack on new features like an integrated Twitter client, rich media previews and a more full-featured instant messaging client. Yahoo says this speed boost should be especially noticeable to users outside the U.S. with latency issues, due mostly to the new version making use of the company's cloud computing technology. This means that if you're on a spotty connection, the app can adjust its behavior to keep pages from timing out, or becoming unresponsive. Besides the speed and performance increase, which Yahoo says were the top users requests, the company has added a very robust Twitter client, which joins the existing social-sharing tools for Facebook and Yahoo. Entity Sentiment Yahoo.534 Twitter.48 Facebook.534 Concept Sentiment Software and Internet 0.0 Social Media.48 Technology.49 Theme Cloud computing technology Sentiment 1.3 Mail service.16 Top user requests.83 13

15 Scenario Book Reviews: Customer Feedback An online book retailer tracks customer feedback by analyzing reviews and comments from online forums and social media. They use Angoss KnowledgeREADER to extract meaning from the text to discover what is being discussed and how the sentiment (positive or negative), and answer: What are customers saying on a regional basis? How frequently do certain entities, themes and topics occur? Which themes and topics occur together, and are related? How is sentiment trending over time? What is the context of what is being discussed at the document level? 15

17 Scenario Comparison Analysis The retailer can compare overall sentiment across stores, or isolate individual topics, themes, entities and phrases to determine how those items are discussed between various regions For example, you can see that the topic Technology is viewed more negatively in Store 2, but it is also discussed more frequently as well. 17

18 Scenario Trend Analysis By isolating topics, themes, entities or phrases, the retailer can examine how frequently they were mentioned. They can also view how customer sentiment regarding these terms changed alongside the frequency of their occurrence. 18

19 Scenario Association Discovery Using the Association Map, the retailer can visually determine the frequency with which certain terms occur, and how closely they relate to other terms used in customer reviews. The retailer can quickly assess how well certain subjects are received, and how much relative interest their customers have in those subjects. 19

20 Scenario Document Summary Individual terms can be isolated, as well as the sentences and documents that reference them giving you a detailed look at the context used in reviews. Each text record can be completely isolated for a full examination of the content and sentiment contained within. 20

23 Scenario Angoss KnowledgeREADER KnowledgeREADER is an industry-first software application that brings a new age of integrated customer intelligence by combining visual text discovery and sentiment analysis with the power of predictive analytics. Now, customer intelligence professionals and marketers can easily understand and model customer feedback without relying on data analysts. KnowledgeREADER delivers unparalled customer intelligence and voice of the customer insights to support customer experience management above and beyond what text analytics users have come to expect. Learn more about KnowledgeREADER 23

25 About Angoss Angoss Software Corporation is a global leader in delivering business intelligence software and predictive analytics to businesses looking to improve performance across sales, marketing and risk. With a suite of desktop, client-server and big data software products and Cloud solutions, Angoss delivers powerful approaches to turn information into actionable business decisions and competitive advantage. Angoss software products and solutions are user-friendly and agile, making predictive analytics accessible and easy to use. For more information visit Angoss Software Corporation. All rights reserved.

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